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May 2007 GMI Newsletter

Welcome to the May 2007 edition of our newsletter.

New Global Panel Book includes census data and 20 additional countries

For the latest release of the GMI Global Panel book, you asked for additional data points and we delivered! Now, in addition to panel counts, demographic information and the other existing data, our panel book includes much more.

Language and ethnicity census data have been added for each country, and the list of countries has increased from 20 to 40. While previous panel books revealed only a handful of attributes we profile our panelists on, the latest edition lists hundreds. Also, the panel book now includes online penetration statistics for each country, as well as detailed online population data for the countries that gather it: Austria, China, Czech Republic, Germany, Norway and the United States.

New white paper: A Researcher's Guide to Outsourcing

Outsourcing and off-shoring routine, non customer-facing tasks can save market research professionals between 30% and 40% on labor and technology costs, according to ESOMAR's 2005 Global Market Research Report. It also allows you to improve customer service with rapid turnaround times, and fill skill gaps in your firm. Most importantly, it lets you concentrate more of your time providing valuable insights.

Deciding exactly which services to outsource, then selecting the appropriate vendors for those services requires some careful consideration. This white paper explores the broad range of services now available on an outsourced basis from data processing and survey translations, to interactive media services and specialty panel management. It also offers some practical pointers, including the right questions to ask potential vendors, so you can fairly assess their capabilities and make a smart selection.

GMI offers report automation for tracking studies

Do you wish you spent less time on updating tracking study reports? Going through large volumes of graphs and charts by hand, or with only partial automation, is a painstakingly slow, repetitive and error-ridden process. What's more, if the data, formats or analyses need to be reworked even slightly, you could end up spending many late nights reworking important presentations.

Outsourcing report automation helps market researchers spend their time where it matters most: insights. By outsourcing the entire reporting process, including raw data conversion, data processing, tabulation, formatting and publishing, they can:

Streamline data processing and simplify report production
Increase productivity
Cut delivery turnaround times to clients
Remove all painful manual processes and eliminate errors
Reach economies of scale and lower costs
Produce fully customized reports in large volumes
Automatically integrate data, tables and databases
Integrate multiple databases and automate tabulations
Improve report consistency and quality

When it comes to outsourcing report automation, market research professionals have the following choices:

Outsource a service, leveraging a highly automated reporting system to create any combination of table, chart, and graph formats, or
Order the design of a custom-built application to carry out regular report updates by themselves

Register for GMI's open presentation on Report Automation to learn more about how automating your reports can increase reporting accuracy and save valuable time and resources.

Join us on June 7th at 10 am Pacific Time for this 40-minute presentation, followed by a Q&A led by you. The webinar will be hosted by Anthony Milano, founder of Appian Analytics and Vice President of Professional Services at GMI.

Discuss how your organization can benefit from GMI's Report Automation services!

Customer case study: The Swedish Institute

The Swedish Institute (SI) is a public agency established to increase knowledge of and interest in Sweden worldwide. Since 1945, SI has been promoting Sweden's brand image overseas to increase international awareness, boost tourism, and ensure long-term exports and investments - not an easy task when, in addition to being a small country (population of nine million), Sweden is often mistaken for Switzerland.

"When we studied the Anholt Nation Brands Index (NBI) powered by GMI for the first time in 2005, it confirmed that although Sweden is a small country, its brand image overseas is strong and healthy," explains Thomas Carlhed, Director for the Department of Branding and Coordination at SI. "For several years, we had been searching for similar studies without success. With the NBI, we finally found the statistics we needed, and a tool that was practically custom-made for us to confirm we were moving in the right direction."

SI chose to complement the general NBI with five additional questions regarding particular areas of Sweden's brand that it wishes to monitor over time. Combined with qualitative studies conducted by the institute itself, the NBI constitutes part of the basis for SI's strategic work. For example, NBI results revealed that Sweden is not perceived as a highly cultural country, which has prompted SI to invest more in communicating the qualities of its nation's culture to the rest of the world.

"It was not surprising to find that the awareness of Sweden is lowest in Asia. Based on what we have learned from the NBI, we have decided to focus more of our efforts on China, India and Japan," concludes Carlhed.

About the Swedish Institute
Download GMI's latest Global Panel Book
Looking for a strategic data collection partner? Contact us

GMI powers customer research for Yahoo! China

Yahoo! is one of the most trafficked Internet destinations worldwide. The company's Chinese headquarters located in Beijing recently approached GMI China to power research on online customer behavior. Their objective was to determine Chinese customers' behavior when purchasing products online in Yahoo!'s Chinese community.

In April 2007, GMI surveyed over 8,000 Yahoo! users in Mainland China using its online survey software InstantSurvey. The research revealed the following findings:

63.2% of respondents purchased products online in the last 12 months (compared to a China average of 15% according to statistics from China Internet Network Information Center - CNNIC)
42% compare products from more than three online suppliers before purchase, indicating a more mature online shopping behavior
66% prefer using a search engine to look for vendor and product information online
Yahoo! users in Mainland China rank 'product quality' as Number 1 and 'a nice and useful e-commence web site' second when it comes to making an online purchasing decision
Respondents make their online purchasing decision within 45 days, while more than 50% of purchasing decisions are made within 30 days
42% of respondents regard Yahoo! Online Search as the company's most important service, compared with other Yahoo! online services available in Mainland China
Most respondents will give up their search after searching three times and they can't find the product information they are looking for
12% of respondents pay attention to sponsored links and pay-per-click campaigns running on Yahoo! while searching online

Anholt Nation Brands Index Q1 2007: How much is your nation brand worth?

The findings of the Q1 2007 Anholt Nation Brands Index, created by government advisor Simon Anholt and powered by GMI, revealed that the United Kingdom is still the world's favorite nation brand, followed by Germany and Canada in 2nd and 3rd place respectively.

This quarter's report also includes a ranking of the financial valuations of 37 nation brands ranked in the NBI, carried out by Brand Finance, a leading independent intangible asset valuation and brand strategy firm based in London, UK. Like in 2006, Brand USA comes tops of the valuation rankings with a value of nearly $20 trillion USD for 2007. Japan is second with $9.5 trillion, and Germany third with $5.3 trillion. The rest of the Top 10 includes UK, France, Italy, Spain, Canada, China and the Netherlands.

For the important hard measure of brand value, it is the Western countries - and particularly the West Europeans - that are pulling away fastest from the rest. Denmark topped the table with an increase of 7.8%, followed by the Netherlands, Germany, Sweden, Switzerland, Norway and the UK. Those countries had increases of over 5% compared with an average change for all 35 countries in the survey of minus 0.7%.

Vinitrac Global Monitor reveals consumer wine habits in 11 countries

The Vinitrac Global Monitor is a new comprehensive bi-annual survey of consumer wine habits in 11 countries. The study, commissioned by Wine Intelligence, a London-based market research firm specializing in serving the global wine industry, and powered by GMI, enables wine businesses to track the health of their products, and measure the impact of their marketing activities worldwide. It offers valuable insights on markets representing the 200 million most affluent and high-spending wine drinkers in the world, including Australia, Canada, Denmark, Finland, Germany, Japan, the Netherlands, Ireland, Switzerland, the UK and the USA.

Some of the study's top findings include:

Red wine is now the most popular drink overall: 8 out of 10 wine drinkers now drink red, vs. 67% who drink white
Half of American, Australian and British consumers drink wine at least twice a week, compared with a quarter of Finnish and 32% of Japanese wine drinkers
Bordeaux (80%) is the most recognized region, followed by Champagne (73%), Chianti (62%), Beaujolais (59%), Chablis (57%). Napa comes sixth with 54% awareness
Higher alcohol wines (13%+) are generally more popular than lower alcohol wines (9-10%), particularly in English-speaking countries